TOMS “One for One” VR Campaign for Peru.

IMG_5179Over the weekend I was in Chicago for a bit of R&R, good food, and fun. While I was there I decided to hit the Miracle Mile for a bit of research and investigation into marketing trends, displays, and general design trends. I tend to find that merchandising, and packaging for some of the larger retail giants seems to be a good indicator for emerging design trends. While I was at Nordstrom’s I noticed that TOMS Shoes had a number of VR headsets and headphones set up, and the sales staff was encouraging people to try them on.

Since I am a huge fan of technology, and using it to extend the marketing experience I decided to investigate.

What I found was a 3 and a half minute video with solid surround sound audio. The message wasn’t about TOMS shoes, instead it was about the TOMS One for One campaign that is a massive omni channel campaign for good. TOMS One for One provides shoes, water, sight, safe birth and bully prevention world wide.

I have been trying to find an example video to link in here but haven’t been able to come across anything. So, I’ll just have to describe the experience, and if you are in Chicago or a Nordstrom’s that has the set up, check it out for yourself. Basically this is a full immersive experience where you are introduced to children in a village in Peru, and volunteers that explain the program and ask you to get involved. Everywhere you look, the world moves with you. It is Virtual Reality in action. You look down, you see the earth beneath your feet. Up and you see the sky. Straight ahead and left to right, video of the children in the village interacting with you, the virtual camera. The message is straight forward. Buy TOMS shoes and Tom’s will donate a matching pair of shoes to a child in Peru. There is a secondary call to action, asking you the viewer to get involved by going to the TOMS One for One website, where additional options are available. It’s pretty damn impressive. The video quality could have been a higher resolution, but you don’t really care when you are experiencing this. The audio was fantastic. And while, I tended to forget at times what the campaign was about, I was distracted by the cool tech, it did what it was supposed to. It kept me thinking about it, got me involved, and connected me to the Brand.

In addition to the VR set up, Tom’s has also launched a number of micro sites, a YouTube Channel, Pinterest, Instagram, Twitter, and Facebook accounts all of which are coordinated to drive traffic back to the main site and encourage the visitor to donate and give.

Very cool stuff. Great campaign.

Las Vegas, Hermés, House Industries, and Geestalten

Two years ago I was in Las Vegas, a city I truly loath but felt compelled to vacation in over Thanksgiving. Out of the 5 days I was there there are 3 things that stand out as wonderful. A trip to the Grand Canyon via Helicopter, Cirque Du Sole, and a pair of Hermés shoes that I tried on after shopping for a Hermés scarf for Kristy.

That pair of Hermés loafers is quite possibly the best thing that has ever touched my feet, and if I were a bit more free with my money I would have bought them. I just couldn’t justify dropping $2500.00 on a pair of suede loafers that I know would be scuffed and bruised with in a year. The reason I mention the shoes is two fold.

First off one of my favorite type foundries in the world, “House Industries” has produced some amazing merchandising, typography for Maison Hermès. Alphabetic Equestrian for the storefront in Tokyo, Japan. If you happen to be in Tokyo, the display is up through January 17th. (by the way my birthday is the 19th, and I wear a size 13 shoe. the loafers are tan suede, if you car to purchase them for me)

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The second part of this is one of my favorite book publishers, Gestalten, has dropped an interview with House Industries Ken Barber. If you are a designer, typographer, artist, or someone that is simply interested in art and design, this is a great video to watch. The video is beautifully shot and edited, and filled with insight from an industry leader.

A Double Review. Zappos & PUMA’s Furio V Ferrari Driving Shoe.

This is a double product/store review. First it is about Zappos, where I bought a new pair of driving shoes. No not the slip on driving moccasins that you wear when you need to go business casual. Driving shoes like the kind that supports the back of your foot and increases roll between the pedals when you are really driving your car.  So first lets talk about

zappos_logoI spend a lot of time researching products online before I buy them, and in many cases that research turns into an online sale. 90 percent of the time it’s free shipping and no tax that sells me on an online store purchase. I am satisfied with waiting a few days if it saves me some cash in the long run.  I have been using Zappos since the first month that they went live on the internet. I had read a couple of online articles about the company and how they were poised to become the Amazon of shoes and apparel.

JUst incase you didn’t know it by now Zappos sells shoes, but their website proclaims that they’re a “service company that just happens to sell shoes”. That term by its very nature, can be a bit hard to believe. Many websites claim  to have spectacular service and few actually live up to the claim. Zappos follows through on it.

The ten-year old company, founded in 1999, sells an immensely wide variety of shoes and now apparel. Their website is easy to navigate, and when searching for shoes you can see customer reviews of each shoe, along with the percentage of customers who felt that the shoe was true to their size, true to their width and that the shoe had good arch support.

The reality is that most people are uncomfortable buying shoes online. This happens for a number of reasons. Because of things like the fit of a shoe is a very personal thing. Because styling doesn’t always hold true to the online image, or because there is a perception that returns, or customer service is going to be a hassle.

I often range from a size 12 to 13 when buying shoes, it depends on the brand.So I almost never know if the shoe I’m going to get from an online store will fit perfectly or not. That’s where the Zappos return and shipping policy comes in. It is flawless. Each shoe ships with a pre-printed return label. If the shoe isn’t what you expected or it doesn’t fit put it back in the box, slap the label on it and call the UPS 800 number for a pick up. If for some reason you have lost the label, call the Zappos 800 number, or go online to print a new one. I have purchased allot of shoes from Zappos, and I have returned at least 5 pairs. I have never had any trouble. The customer service is simply amazing.

In terms of the site, navigation, and shopping cart process, Zappos is comparable to other ecommerce websites . One stand out feature though is their “Larger Image and Alternate views” which are fantastic.  You get a real sense for what you are purchasing.  However, what truly sets them apart is their massive selection and service.

As for the selection – it’s so extensive it can almost be overwhelming.  You can find everything from high-end brands to everyday options.   Also try their search functionality – you can find specific items very easily (try automotive racing shoe,  with heel support, etc). And on top of this is an excellent filtering engine that lets you refine your search by size, width, color, materials etc.

Where the genius of Zappos really begins is when you place an order.  First of all, it arrives within 2 days (though lately it has been arriving the next day at no extra charge).   So if you need something for the weekend and it’s Wednesday – you are going to have your product in hand by Friday.   Second, you don’t get charged some crazy fee for the rush delivery.  In fact, you don’t get charged at all.  Free shipping, and free returns always.

One of the challenges of buying shoes online is of course, fit.  So once again that’s why Zappo’s super easy return policy is so helpful.  I bought two pairs of dress loafers winter which often are hard to get the right fit. One worked, but the other didn’t.  The return was not a problem. I had accidentally tossed the return label, so there were literally 3 steps I had to follow

1. Go to and print out a return slip and put it in the box.
2. Print out the pre-paid return label and place it on the exterior of the return box.
3. Take the box and drop it off at UPS/USPS, or call UPS for a pick up.

No charge, no hassle.  It really couldn’t be easier.

Lastly, there is their telephone customer service.  It really has to be mentioned it because  it is so extraordinary.  As easy as their online service is, sometimes you just need to talk to a live person.  At Zappos, there is no aggravating automated system, or long annoying wait time.  You can talk to a live person within one menu selection and about 5 seconds. Seriously! More over they are courteous and knowledgeable.  I love it. One of my most hated things is automated phone services that eventually end up having you talk to someone in a call center on the other side of the world.

As a business, Zappos places a lot of emphasis on their customer service and it really shows.  There tag line says it all. “Powered by Service.Be Passionate and Determined.”

Now for the new driving shoes I got.

PUMAOriginally I was going to get another pair of Piloti Avus, but when I hit the Zappos site they didn’t have them, so I did a quick search on automotive racing shoes, then narrowed the results by size and started sorting through the selections. After digging around, I settled in on a couple of different brands but ultimately settled on the new PUMA Furio V Ferrari for a couple of reasons. Fist off while it is a true performance driving shoe, it can be worn every day without any discomfort. Second, it looks cool. I know not the smartest factor when looking for a shoe with a specific need. None the less, as a designer the way something looks is going to effect my purchase.

M StrapThe shoe itself features the  Furio M Strap, and a co-molded rubber heel that allows for perfect roll and range of motion required while driving. The molded rubber heal wraps around the back of your foot creating a stable brace that allows you to move quickly between the accelerator and the brake with limited impedance. The exterior is full leather, and the interior is flame resistant, photo(17)(although I seriously doubt I’ll be driving in any conditions where this might be needed). The asymmetrical forefoot pad follows the natural outline of the foot ensuring maximum contact and pedal feel. Something that I find very important, since the pedals in the MINI are a bit on the small size and I have some big old feet.

The shoe does not lace but instead uses PUMA’s alternative strap closure for full  customization, comfort and fit all with a contemporary  look that is stylish yet not overpowering. The strap itself is finished with a TPU pull which is mixed with rich textures and functional form.

photo(12)The shoe features a low-profile outer sole which is a re-invented interpretation of PUMA UNI construction that is used in a number of their driving shoes This construction type  offers performance benefits while driving, and it helps to lower the weight of the shoe. This model weighs in at 10.9 ounces.

The shoe does run a bit narrow, and the fit is quite snug. The shoe was designed this way on purpose. It helps you to feel the pedal against your foot while driving. And I have to say that the heel brace might put some people off, since it really grips the back of your foot. My suggestion is this, if you want them buy them. If they don’t fit or they feel funny to you, send them back using Zappos super simple return policy.